Ultimate Photography Brand Guide | How To Stand Out In A Saturated Market: Expert Tips For Building A Killer Photography Brand!
Ultimate Photography Brand Guide | Many photographers get caught up with the word “brand” and mistakenly believe it’s something reserved exclusively for the big shots and industry leaders. The truth of the matter is that every business, big or small, can benefit from building a solid, recognizable, and appealing brand. And no, you don’t need an epic branding budget to build it – unlike what many branding agencies would have you believe, branding your photography business doesn’t have to be expensive or overwhelming if you’re willing to put in some effort and work smarter, not necessarily harder.
For starters, you need to realize that your brand will be much more than your logo or a witty slogan. A brand is the business identity, your promise to your potential clients, and the experience they have while doing business with you. Your brand lives in your interactions with your clients, in your social media updates, in the materials you use to promote your services and products, and even in your photography. To help you get a better idea of what you need to do to create a cohesive brand that appeals to your potential clients, we put together a list of the most important branding tips and tricks. Let’s dive right in!
Do Your Homework | Ultimate Photography Brand Guide
In order to get the most out of your efforts, you’ll need to do some prep work before you start working on your brand. First of all, you need to research the niche you’re trying to establish yourself in. In order to stand out, you need be different – so take a look at what’s already out there and come up with something different. While doing your research, keep you ideal client in mind and make sure you come up with something that will appeal to them.
Who is your ideal client? Define your target audience in terms of age, gender, location, and even marital status, and building a brand that appeals to them will be that much easier. After all, how are you supposed to build a brand that gets you booked if you’re not sure whose attention you’re trying to grab? Once you define your ideal client, write down all the characteristics that describe what you are and how you would like to be perceived. This will be the backbone of your brand and it will affect pretty much every aspect of your business, so take all the time you need to figure this out!
Your Logo Is The Face Of Your Business | Ultimate Photography Brand Guide
While your brand covers a lot more than just your logo, keep in mind that your logo will still be the face of your business and a critical point of contact. Most of your potential clients will see your logo long before they even get a chance to check out your work, which means it will affect their impression of you and the services you’re providing. If you decide to cut corners and use a cheap logo template, it’s more than likely to fail to engage your potential clients and they might not even bother checking out your portfolio.
Whenever we help a client build a brand, we start with the design of the logo, and it is only when we sort out the logo that we proceed to the other brand elements to ensure consistency and help turn their brands into memorable visual experiences. We help them accomplish this by using the elements from their logos throughout other materials, both online and off, whether it’s the particular color scheme we used for the logo, the fonts, or the style of the graphic. This means everything from the stationery items they use, to their social media profiles will reinforce their visual identity and help their potential clients remember them a lot easier.
Work On Your Message | Ultimate Photography Brand Guide
In order to build a solid brand, you need to be able to figure out what it is that makes you different from every other photographer in your area. Are you focusing on offering the lowest prices, best quality, or the fastest turnaround? Clearly define your selling points and find a direct and clear way to communicate it to your potential clients. However, while your message is really important, you will also want to pay special attention to the voice you use to communicate it!
We’re talking about the language and the tone you use when interacting with your potential and existing clients, whether that’s via email, on social media, over the phone, in print, or even in person. Just like you want to keep your visual identity consistent throughout your materials, you’ll also want to keep the voice you use consistent throughout the platforms. There are many business owners that mistakenly believe they should use a laid back tone of voice on social media because social networks tend to appeal to younger crowds, and a formal tone of voice on their website to appear more established. This will only confuse your potential clients and make them doubt your authenticity.
It’s Easier Than You Think | Ultimate Photography Brand Guide
These tips may sound like they will take a lot of effort and time. However, even though you’ll have to do a little homework at the beginning when you just start building your brand, once you get going, it gets easier, more routine and more instinctive — as long as you know your market, trust your intuition, maintain consistency and be yourself.